• Journal of the Korea Academia-Industrial cooperation Society
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• v.12 no.2
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• pp.675-685
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• 2011

This study notes the impact of technical newness and design newness of new product to adoption process. The author aims to identify how to trigger intention of usage on new products, and test technical newness and design newness of determinants of perceived innovativeness and perceived curiosity and do such constructs that influence intention of usage of consumers as a result of consumer's perception. The main findings are that technical newness and design newness positively influence perceived curiosity, and perceived innovativeness that positively influence intention of usage on the basis of the hypotheses.

• International Commerce and Information Review
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• v.15 no.1
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• pp.117-134
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• 2013

This study examines the moderating effect of HQ-subsidiary cooperation on the relationships between standardization and on-time completion of new product development (NPD) and international new product rollout (INPR). It was empirically tested by a Korean sample to verify the validity of the research framework. The results show that the higher the HQ-subsidiary/agent cooperation, the stronger the effect of NPD timeliness on INPR timeliness. However, HQ-subsidiary cooperation does not moderate the relationship between standardization and INPR timeliness. Under conditions in which the subsidiary and headquarters have a positive relationship, open communications, and regular interactions, more successful new product development in terms of planned time schedule is strongly associated with a much faster introduction to overseas markets.

• The Journal of the Korea Contents Association
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• v.18 no.1
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• pp.403-411
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• 2018

This study analyzes the attitude toward new products through case studies. The contents of the case study applied to the study were analyzed about the attitude of the new product to the recently screened movie "Sanguiwon(the royal tailor)". The court was an institution that oversees the clothes of the royal family in the Chosun Dynasty. In a conservative and closed market environment, attitudes toward acceptance of new products are strongly influenced by internal and external factors. Authoritative and conservative attitudes to secure competitive advantage in existing markets ultimately hamper the acceptance of new products or cause externalities. Eventually, innovative resistance to new products emerges. On the other hand, the acceptance of new products in an open market will form an attitude toward new products, once they form a respectful attitude towards their own benefit or attitude. These market leaders, depending on the way they pursue their values, form an attitude to adhere to their products or accept innovation. The validity of this study was verified through other cases. Ultimately, success in the market for new products suggests that success can only be achieved by understanding the delivery of value to consumers.

• Asia Marketing Journal
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• v.7 no.1
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• pp.43-65
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• 2005

In most leading companies, new product development is one of the most important corporate activities which affects the very existence of them. Therefore, CFT(cross-functional team) is frequently used to utilize knowledge and experiences of its members from various teams. To ensure the successful operation of CFT, various structural assistances, such as committee and Task Force Team, are made which will coordinate smooth interactions among members. Many researches show that the increase of interaction among team members affects the performance. This research is exploratory research intend to show the effects of relational characteristics such as group efficacy and participation on the perceived performance of new product development. This research examines the performance mechanism that lies in between CFT and its members by expanding the understandings on the relationship between interaction and performance in new product development CFT. Results show that the level of interaction affect group efficacy. and group efficacy affect participation. Finally, participation affect perceived performance. However. it shows that the level of interaction and group efficacy do not have direct effect on perceived performance.

• Asia Marketing Journal
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• v.2 no.3
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• pp.64-89
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• 2000

기업의 사활은 신제품개발의 성공여부에 달려 있다. 이러한 필요성과 중요성에 비추어볼 때, 국내에서의 신제품 성공 요인에 관한 연구는 그 기반이 미흡한 실정이다. 고로, 본 연구의 목적은 신제품 성공요인을 파악하고 이들 성공요인간의 관계를 유추해 보는 것으로 한다. 본 연구논문은, Day & Wensley 의 SPP(Source-Position-Performance) 연구모형을 바탕으로 국내 화장품시장을 중심으로 설문 조사한 결과, 11 개 기업에서 총 159 부를 수집하여 연구 모형 및 연구 가설을 검증하였다. 그래서 다음과 같은 사실을 밝혀냈다. 첫째, 신제품개발 과정에서 마케팅 능력이 직접적으로 제품차별화에 긍정적인 영향을 미치고 있다는 사실과 둘째, 임직원 몰입도가 부서간 통합에 유의한 영향을 미치고 있다는 사실이다. 그리고 셋째, 기술 능력이 단순히 뛰어나다 해서 제품을 차별화 시킬 수는 없다는 사실과 넷째, 부서간 통합정도가 직접적으로 제품차별화롤 가져올 수는 없었는데 이러한 결과는 부서내 커뮤니케이션의 부족 및 부서간 갈등 둥으로 인한 것으로 분석된다. 마지막으로, 제품의 차별화가 신제품 성과에 매우 유의한 영향을 미치고 있다. 본 연구결과를 종합해 보면, 제품이 출시되기 전에 철저한 시장 특성 및 동향을 파악하여 제품을 만들어야 한다는 사실이다. 기술 능력이 회사마다 평준화되어 있는 상황에서 무엇보다 필요한 것은 정확한 소비자 조사 및 이를 바탕으로 한 신제품개발이다. 또한 신제품개발과정에서 최고경영자 및 마케팅 담당자들은 주관적인 판단보다는 기업의 마케팅 능력에 따른 객관적인 판단에 따라 행동해야 한다. 특히 화장품시장에서는 브랜드마케팅에 의해 더욱 차별화시킬 수 있다는 사실이다. 단순한 제품에 생명력을 불어넣는 것이 마케터의 역할이다. 기업은 단순히 제품만을 파는 것이 아니라 소비자들에게 제품이상의 것을 판다, 그래서 소비자의 마음속에 정확하게 자사 제품을 포지션닝하는 것이 무엇보다 중요하다는 사실이다.

• Informatization Policy
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• v.29 no.3
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• pp.26-47
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• 2022

"The certification of compliance of new products of industrial convergence" (hereinafter referred to as "certification of compliance") is a legal certification system in accordance with the Industrial Convergence Promotion Act through which a convergence new product can be officially certified without legislation when the certification standards applicable to the product are not yet provided. Unlike other certification systems, the certification of compliance is characterized by the role of resolving the certification difficulties driven by the regulatory lag of convergence new products. Nevertheless, studies that analyzed the certification of compliance in detail from the viewpoint of regulatory improvement were surprisingly rare. Through the sequential matching of the steps of certification of compliance with the process from the occurrence of a regulatory problem to resolution, our study provided clear understanding as to how the regulatory lag could be reduced by the procedure for certification of compliance. Furthermore, we divided the perspective on regulatory lag management into quantitative and qualitative, and the structures and practices of certification of compliance were then analyzed from the two perspectives. By doing this, the present study emphasized that the fundamental reason the certification of compliance could effectively solve the regulatory lag problem of convergence new products was not only the quantitative elements such as legal deadlines for each step but also several qualitative approaches to securing the quality of every stage.

• Asia-Pacific Journal of Business Venturing and Entrepreneurship
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• v.15 no.1
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• pp.185-195
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• 2020

This study is intended to determine that there is a casual relationship between technological innovation capability and new product development performance in small and mid-sized venture companies, and that the introduction of collaboration as a means to step up technological innovation capability will improve new product development performance. To achieve this, a survey was carried out to employees who are engaged in R&D work for small and mid-sized venture companies based in Korea, and the results were analyzed by regression analysis. The findings showed that technology strategy, technology learning and open innovation belonging to technological innovation capability in small and mid-sized venture companies had an effect on new product development performance. In other words, the selection of collaboration as a wider array of core strategies on new product development performance showed that collaboration was a strategy affecting new product development performance. In addition, the moderating role of technological innovation capability in boosting new product development performance through the introduction of collaboration showed that common collaboration had a positive effect on stepping up technology strategy, and collaboration as a core strategy had a positive effect on the size of new product development performance by strengthening technology strategy and open innovation.

• Journal of Technology Innovation
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• v.23 no.3
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• pp.397-432
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• 2015

This paper investigates the effects of technology collaboration between the main supplier and buyer on buyer's new product development under dynamic environment. Based on 428 Korean manufacturing firms, we conducted regression analysis. The technology collaboration between the main supplier and buyer is adopted as a independent variable and quality, cost and lead time performance of new product development projects are used as dependents variables. Environment dynamic is also used as a moderate variables. We found that the in general, technology collaboration is positively associated with the performance of buyers' new product development, but in the high degree of dynamic environment, technology collaboration is negatively associated with the performance of buyers' new product development unlike our expectation. Thus, we divide our sample into two groups; shipbuilding industry with the low degree of environment dynamic and electronic and IT device industry with the high degree of environment dynamic and conducted a post hoc analysis. As a result, in ship building industry, the technology collaboration is significant to improve NPD projects performance, while in electronic and IT device industry, the technology collaboration with a main supplier is not significant as well as coefficient is negative. In that, under the highly dynamic condition with the fast change of technology and products obsolescence the NPD collaboration with the main supplier does not works unlike a stable environment. This implies that the NPD attributes of buyer are different by their environmental factor and the fit between given environmental feature and the collaboration synergy is critical factor for improving the effect of NPD collaboration between supplier and buyer.

• Proceedings of the Korean Operations and Management Science Society Conference
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• 2006.05a
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• pp.365-372
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• 2006

신제품 개발 과정에 있어 시장 요인과 기술 요인의 통합적 설계가 강조되면서 마케팅 영역(marketing domain)과 제조 영역(manufacturing domain)의 경계면(interface) 사이의 의견을 균형 있게 조정, 수렴해 주는 경계 시스템(interface system)에 대한 연구의 중요성이 커지고 있다. 본 연구에서는 이러한 배경을 토대로 각 영역(domain)에서 대표되는 신제품 파라미터 설계 방법인 컨조인트 분석과 다구찌 방법을 비교함으로써 두 영역의 신제품 개발 관점을 대비시키고 나아가 신제품 파라미터 설계를 위한 통합적 해결방안(integrated solution)을 제시한다. 그리고 도출된 방법론을 자동차 운전석 내부 설계 사례에 예시적으로 적용함으로써 유용성을 검증한다. 본 연구에서 제시된 방법론의 핵심적 특성과 차별적 의의는 기존의 연구들처럼 두 방법론을 선택하여 사용하는 것이 아니라 순차적으로 결합한 새로운 프로세스를 사용함으로 두 영역에서 발생하는 상충 관계(trade off)를 해결하여 고객의 효용도와 품질의 강건함이란 목적을 동시에 만족시키는 설계가 가능하다는데 있다. 나아가 신제품 개발 목표와 기업의 전략에 따라 분석의 순서와 설계수준의 크기를 조정할 수 있는 신축성을 확보할 수 있다는 점도 제시할 수 있다.

• The Journal of the Korea Contents Association
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• v.21 no.7
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• pp.386-403
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• 2021

Preannouncing a new product to its target audiences has been more and more prevalent in a wealth of industries, particularly industries that attach great importance to the speed of entry. Grounded in market signaling theory, the current research advances a theoretical model that takes full cognizance of the relation between preannounced information about an upcoming product and individual customers' behavioral intentions as well as significant moderating effects of prior product knowledge and new product innovativeness. In response, a web-based survey is conducted for data collection and the structural equation model is utilized for data analysis. Results of this study demonstrate that preannounced new product information attributes (i.e., quantity, clarity) may positively influence consumers' attitudes, in turn, lead to a favorable purchase intention. Moreover, the moderating effects of product knowledge and product innovativeness are also confirmed. Specifically, product knowledge moderates the quantity-attitude relation positively and moderates the clarity-attitude relation negatively, whereas product innovativeness does opposite. Both implications and limitations are also described.